From complexity to clarity: a long-term performance partnership with Helloprint
Over the past three years, we’ve worked closely with Helloprint to turn a complex Google Ads setup into a scalable, insight-driven acquisition engine. What started with fragmented foundations and heavy manual work evolved into a mature performance setup focused on new customer acquisition, smart testing, and long-term efficiency. This was never about quick wins. It’s been a true partnership, built on problem-solving, experimentation, and stepping in wherever needed - far beyond Google Ads alone.
Helloprint
Web Design
1. Reporting that slowed everything down
At the start of the collaboration, there was no solid reporting framework in place. Weekly reporting relied heavily on manual work, taking over 4 hours every week for the internal marketer.
No standardized dashboards
Manual data extraction and consolidation
Limited visibility into performance trends
We built custom reports tailored to Helloprint’s needs, turning reporting into a decision-making tool instead of a weekly burden.
No standardized dashboards
Manual data extraction and consolidation
Limited visibility into performance trends and decision-making signals
2. A product feed that limited performance
The product feed was holding back campaign potential.
Inconsistent or unclear product titles
Poorly structured attributes
Limited use of feed logic to support strategy
We stepped in with structured Channable rules, cleaned and enriched the feed, and aligned product data with search intent - unlocking better Shopping and Performance Max performance.
Unclear or suboptimal product titles
Missing or poorly structured attributes
Limited use of feed logic to support campaign strategy
3. A strategic shift toward new customer acquisition
The objective was clear: grow through new customers. But when we started, Google Ads didn’t yet offer native New Customer Acquisition (NCA) bidding.
This meant:
No direct way to optimise specifically for new customers
Risk of over-investing in existing demand
Limited visibility on true incremental growth
We proactively prepared the account by defining and tracking a dedicated New Customer conversion action.
This meant:
No clear way to optimise specifically for new customers
Risk of over-investing in existing demand
Limited visibility on true incremental growth
4. International expansion without losing control
As Helloprint continued to grow, new markets were added (DE, IT, US), increasing complexity across:
Account structure
Feed localization
Budget allocation and performance monitoring
The challenge was to support international growth without losing focus on the core countries. We helped set up and scale these new markets, and later made a clear decision to refocus fully on the core countries once another agency took over internationally.
Our approach
We don’t believe in rigid playbooks. The approach evolved with the business, the platform changes, and the challenges along the way.
Turning reporting into a growth tool
We built custom reporting dashboards tailored to the client’s needs, removing manual work and enabling faster, better decisions.
Automated reports replacing weekly manual workflows
Clear KPI visibility for acquisition, efficiency, and growth
Reporting that supported strategic discussions instead of just status updates
Result: hours of manual work eliminated every week, and reporting became a decision-making asset.
We created our own Google scripts to meet the client’s need. Automated as it runs on a daily basis.
We decided to go for Google sheet to have an Automated weekly report doc where we could easily update Graphs, tables & numbers.
Feed optimisation with Channable
To unlock Shopping and Performance Max performance, we tackled the feed at its core.
Built structured Channable rules to clean and enrich product data
Optimised titles and attributes to better match search intent
Ensured feeds supported testing strategies and market expansion
This allowed campaigns to scale on product quality, not just budget.
Leading the shift to New Customer Acquisition
Before NCA bidding was even standard, we prepared the account for it.
Defined and tracked a dedicated New Customer conversion action
Rebuilt campaign logic to prioritise incremental growth
Once NCA became available, transitioned campaigns to fully optimise toward new customers
This ensured growth was driven by net-new demand, not just repeat buyers.
Issue with tracking in week 30 & 31, otherwise we see a better Split NEW / ALL customers.
Smart international scaling
We supported the rollout of new countries (DE, IT, US) with a structured, test-and-learn approach.
Market-specific structures and learnings
Controlled scaling without overwhelming the core setup
Eventually refocused fully on core countries once another agency took over international markets
This kept complexity manageable while still supporting global ambitions.
Continuous testing culture
Testing has always been at the heart of this partnership. Over the years, we continuously explored new ways to protect performance and unlock growth:
Performance Max with and without product feeds
PMax vs Shopping
Different audience signals and search themes
PDP vs PLP landing pages
Broad keywords and evolving query matching
…
More than Google Ads
This partnership goes far beyond campaign management.
Strategic support on Meta and other channels when needed
Ongoing help with Channable and feed strategy
Tracking and measurement guidance
Early adoption of new tools and internal solutions
We acted as an extension of the team, stepping in wherever impact could be created.
Smart work
